[Lancaster, Pa.] American Scrape, one of Armstrong’s recently introduced collections, offers dealers the best of both worlds — a premium product at a value price point — according to the company. What’s more, initially brought to market as an engineered product, the company now offers American Scrape in solids.

Add in its Made in the U.S.A. story and the fact that a portion of the sales go to Homes for Our Troops (HFOT), Armstrong said it’s a product positioned to help dealers win more sales.

“We’re utilizing our scale and proprietary technology to competitively manufacture American Scrape at three of our U.S. manufacturing facilities — Beverly, Somerset and West Plains. Plus, a portion of American Scrape sales are dedicated to supporting Homes for Our Troops, a non-profit, non-partisan organization that builds specially adapted homes for our nation’s severely injured veterans returning from combat abroad,” explained Milton Goodwin, vice president of product management, hardwood, Armstrong.

American Scrape also offers consumers the popular look of distressed or antiqued floors. “A big trend in recent years is related to texturing — in floors, in furniture and in textiles. Consumers want to be able to see the texture as well as feel it. Flooring design is all about visual and tactile interest,” said Goodwin.

And dealers are seeing the results of the strong story American Scrape tells. Chuck Katz, owner, of Katz’s Flooring in Albany, Ga., explained, “The handscrape look is the most popular trend in wood that we are seeing right now. Customers love the American Scrape product. It has depth — it’s different. Also, for every American Scrape product we sell, we give the customer a free Patriotic rug.”

American Scrape consists of both solid and engineered 5-inch hickories and oaks; the company plans to add birch, maple and walnut engineered planks later this year. “Everything about these floors has an American stamp — wide width planks and dramatic colors named for diverse regions around the country. Each floor is made in the U.S.A.,” said Goodwin. “The price of handscrapes coming out of China continues to rise, and the pitfalls of importing aren’t going away. So being able to provide this product domestically serves us and our dealers well,” said Goodwin.

The Made in the U.S.A. story coupled with the company’s support of HFOT gives American Scrape its own unique story. “We are able to provide competitively different products that are winning with consumers and retailers. This is driving growth, which has led to us being able to create more jobs in our communities and give a little back to those that have sacrificed almost everything for our country and our freedom,” Goodwin said.

All American Scrape products feature the company’s nano aluminum oxide surface treatment to prevent scratches and stains, while also enhancing the wood’s natural characteristics.

Armstrong recently participated in a volunteer day for Homes for Our Troops, where volunteers helped build a home for Marine Corporal Tony Mullis. Katz also helped out at the event. But for Katz, the volunteer day had a special significance. “I have a daughter in the Army, and it was great to partake in this event with other active duty members. Plus, the house is beautiful. It was wonderful to be a part of something that is bigger than yourself. being a part of something that is helping someone who stood up for your country,” he said.

American Scrape is available in both engineered and solid profiles
and features textured surfaces.